How Clever Lotto Increased Clicks by 35% Without Any App Code Changes

There is a misconception in the mobile space. While most mobile product managers want to optimize their app through A/B testing, many seem to believe that A/B testing is a daunting enterprise that would require a lot of developer resources. This is simply not true with Apptimize.

Clever Lotto dramatically improved a key click metric through an A/B test that only took their head of growth, Andreas Fuchs, a few minutes to set up without any programming.

Clever Lotto is a German app that allows users to manage their lottery entries easily. Through the app, users can enter multiple lotteries and track the winning numbers without having to travel to a physical store. Clever Lotto is the leading lottery app in Germany.

Clever Lotto has a portion of the user base that are regular lottery entrants. After a specific lottery drawing is over, the app enables users to play the game again in the next drawing with a simple click of a button. The product team wanted to test adjustments to that button to find ways to increase the rate at which users entered a subsequent drawing.

They decided to create a multivariate A/B test to determine the best color and copy for this call to action using the Visual Apptimizer. The following variants took him only five minutes to create, required zero developer resources, and was deployed to users immediately because Visual Apptimizer tests don’t need new app store approvals.

Can you guess which had a statistically significant impact? The copy change, color, or both? Click here to see the answer.

The winning factor: The color did NOT have a statistically significant impact while the copy change DID.The team predicted that the red fonts would work better since red tends to feel more urgent, but when we break down the multivariate test to separate the impact of color and copy, we find that the green has an 72.40% chance of causing an 5.95% lift over red while “NOCHMAL SPIELEN!” is has an 99.85% chance of causing an 25.38% lift over “Jetzt nochmal spielen.”

Which variant was the overall winner? Click here to see the answer.

The winner: When combined, the green “NOCHMAL SPIELEN!” lead to 42.31% more clicks on that call to action than a red “Jetzt nochmal spielen”. Compared to the baseline (green “Jetzt online spielen” or “Play online now”), the green “NOCHMAL SPIELEN!” improved clicks by 35.39%. The Clever Lotto growth team believes that the all caps, exclamation, and shorter text of “NOCHMAL SPIELEN!” added urgency and boldness to the call to action.